November 21, 2013
For Immediate Release
Contact: Bert Hambleton (425-392-9122)
EASTLAN METHODOLOGY TO INCLUDE WEB-BASED RECRUITMENT
(BELLEVUE, WA) - In effort to ensure the widest possible representation, Eastlan Ratings announced today they will augment their current telephone based methodology with new "e-surveys". The e-survey has been tested over the past six months and will be integrated into Eastlan's standard methodology in all markets beginning with the Spring 2014 survey period,
Eastlan Chief Technology Officer Bert Hambleton emphasizes, "e-surveys will not replace our current methodology but rather enhance it. The portion of survey respondents recruited electronically will have the choice to participate via the e-survey or through a callback on their cell phone. Our primary objective with this new innovation was to increase the participation among young radio listeners whose primary phone is an out-of-market cell. The process has worked very well."
During its pilot e-survey project earlier this year, Eastlan saw wider participation among 12-49 year olds, with the most dramatic increase in participation among 25-44. E-survey completion rates were slightly higher among women as compared to men.
"It is incumbent upon ratings providers to reach a sample that is as representative of the local market composition as possible-wide and varied," added Eastlan President/CEO Mike Gould. "Being able to recruit and survey electronically, in addition to our telephone based methodology, will absolutely improve the long-term viability of our affordable radio ratings service. We're pleased to be first to offer this make-sense innovation to radio broadcasters outside the PPM jungle. Best of all, we can do so without raising our rates."
Eastlan Ratings is privately held radio research firm headquartered in Bellevue, Washington. Eastlan Ratings formed in 1999 and provides radio audience measurement data to markets across the United States. For more background see www.eastlanratings.com.